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Esprit Arena to stand for the fashion capital of Düsseldorf
Mar '09
Characteristics such as vibrancy, youthfulness, and athleticism symbolize both the recognized lifestyle brand Esprit and one of the most modern arenas in the heart of Europe. The partnership is tailor-made for both partners: Esprit's Global Business Headquarters in Ratingen and the arena are only separated by a few kilometers, which will provide ongoing advantages for years to come. This immediate proximity and the excellent mutual rapport were decisive factors during contract negotiations.

City Mayor Dirk Elbers: “I am thrilled that Esprit will be lending its name to the Arena for the coming years. Because Esprit is an international company, its commitment as the stadium's new namesake is right in line with Düsseldorf's internationality and the stadium's charisma.

This is a demonstration of Esprit's close relationship with Düsseldorf and the entire region in addition to being a clear sign that the economic world believes in the area. It also shows that the Arena is an outstanding event location acknowledged by major global players. Esprit is a symbol of a way of life, something that holds particular allure for us. In the future, the name Esprit Arena will also stand for the fashion capital of Düsseldorf.”

The Arena Düsseldorf stadium was completed in 2005 and is located next door to the Messe Düsseldorf, an international trade fair facility with a 66,000-visitor capacity. The Arena is one of Europe's most modern and impressive multi-purpose stadiums and boasts a perfect location for both arrivals and departures: it is easily accessible by public transport thanks to its own subway station, features 18,000 parking spaces for vehicle traffic, and is located in close proximity to the Düsseldorf International Airport for visitors travelling by plane.

Esprit Chairman and Group CEO Heinz Krogner: “The Esprit Arena is a matter of great significance to us. Aside from the fact that it is located right next door to our Global Business Headquarters, the Arena symbolizes what Esprit has always stood for surrounded by Düsseldorf's unparalleled dedication to athletics and culture: vibrancy, youthfulness, spontaneity, and athleticism.”

Esprit is one of the most well-known lifestyle brands in the world with a history of success that extends back over four decades. Once started as a family business in California, Esprit is today a global player with an extensive commitment to social causes. The Esprit Arena is a gift to its friends and fans as well as an avowal to Düsseldorf that holds significance far beyond the region's borders.

IFM, an independent firm, performed the assessment of arena naming rights by conducting an analysis that included both cross-media and non-media values.

An empirical study was conducted with online questionnaires both in the greater Düsseldorf region as well as throughout all of Germany to represent the entire population. The monetary counter-value of the naming rights determined by the IFM was examined in the final step through secondary research and comprehensive benchmarking within the context of the current market situation. IFM based its market-driven price recommendation on this factor as well a comparisons of data available on the market in terms of capacity, invested sponsoring sum, and contract duration for the naming rights for stadiums and arenas in Germany.

According to DüsseldorfCongress CEO Jörg Mitze, “This agreement is trendsetting for the future of the Arena in the regional capital of Düsseldorf. Exclusivity, elegance, and high standards for our own product are fundamental principles that drive day-to-day efforts for both contract partners. We look forward to a long-term, successful collaboration.”


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